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How Video Marketing Works: DLR Case Study

31 / 08 / 2019

by

Jonathan Moore

|

Digital Marketing Executive

Digital

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As part of our marketing partnership with Dun Laoghaire – Rathdown (DLR) tourism, we developed a three-part video series aimed attracting visitors to the area through powerful visuals. As video marketing on social media is so important in 2019, we saw this as an excellent opportunity to improve awareness and footfall across Dun Laoghaire – Rathdown.

As we embarked on our journey with DLR Tourism, we carefully planned, created and launched a unique video series to utilize across social media, with Facebook and Instagram Ads, and YouTube, through Google ads.

This video marketing campaign began with an idea generation meeting in Ripple HQ to identify the most effective and creative campaign to implement as part of DLR’s Marketing Strategy. We strongly focused on key activities and flagship attractions in the County Council district to attract tourists and locals alike to different events and activities in the area.

With so much on offer in DLR, we started with a very broad target audience, which was segmented into three categories: Urban Splash, Well Worth The Climb and Between The Lines.

Once we had a concept and storyboard in place for each video, we set out visiting multiple locations around the county and recording a variety of drone and handheld video clips to capture everything that is great about Dun Laoghaire - Rathdown. With the help of a few locals, we were able to capture some action shots at different attractions and organic interactions which helped create a sentimental feeling across the videos.

    

It was back to the editing studio to produce this three-part video series. After filming, editing and production were complete, we finally had the perfect product which we rolled out strategically across Google with YouTube ads, as well as Facebook, Instagram and Twitter as part of our digital marketing campaign with DLR Tourism.

All this resulted in over 500,000 impressions, 270,000 video views and 263% account growth on social media.

Is video marketing effective? Absolutely.  

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